New Mediative Research: The Value of Optimizing Your Google Places Listing

Mediative has done a lot of online research over the years, using eye track­ing tech­nol­ogy, remote sur­veys, click map­ping and face-to-face inter­views to exam­ine how peo­ple inter­act with web pages.

Location based marketing has become a critical component of digital marketing strategy. With that in mind, we wanted to examine how peo­ple inter­act with search results from Google Places list­ings to answer these questions:

  • image of a heat mapWhere do searchers look on the page?
  • Does it make a dif­fer­ence if a list­ing has reviews?
  • Do peo­ple really look at the map?
  • Is Google’s Golden Tri­an­gle still applicable?

Using the Tobii eye track­ing tech­nol­ogy in our Toronto office’s Tive­Tank research lab, we put Google Places busi­ness list­ings to the test. We also ran the study online and mapped visitor click behaviour. In the study, we cre­ated a sce­nario that included searches across four cities, on a vir­tual road trip.

We looked at the impor­tance of social sig­nals in a Google Places list­ing, the effect of thumb­nail images, and what hap­pens when a list­ing offers more click­able assets.

Here’s an example “heat map” from the study that shows the aggre­gated results of where peo­ple were look­ing on the screen.

The full results of the eye track­ing and click map­ping research will be released in a whitepaper exclusively to Mediative subscribers on November 5th. The whitepaper will include heat maps, click maps, and analy­sis of the results with rec­om­men­da­tions on mak­ing the most of your Google Places list­ing.

Sub­scribe now to receive this valuable insight.

Contact us for a free con­sul­ta­tion about your company’s online mar­ket­ing strat­egy. To see more of our whitepapers and research, visit www.mediative.ca/research

Comments /

  1. Cody Baird says:

    Thanks for the post Karl. I just subscribed to your newsletter. I would love to get a copy of this whitepaper.

  2. Karl Hourigan says:

    Hi Cody, thanks for requesting the white paper. It should be in your inbox. You might also be interested in this accompanying cheat sheet: http://mediative.ca/content/pdf/cheat-sheet/CheatSheet-GooglePlacesTipsforBeginners.pdf

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    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

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    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

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    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  8. Study: Reviews & Images Drive Clicks In Mobile | Market 7 says:

    [...] November Canadian digital agency Mediative (owned by Canada’s Yellow Pages Group) released an eye- and click-tracking study focused on Google Places and Google Maps on the PC. We wrote up the results when they were [...]

  9. Study: Reviews & Images Drive Clicks In Mobile - SC Web Design Group says:

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